Leo Burnett Sydney CEO: staffer’s Facebook threat to freelancer was ’emotional response’
Peter Bosilkovski Leo Burnett CEO
Leo Burnett Sydney’s CEO has broken his silence on the ongoing equality debate to blame the “large emotional response” the issue has generated for a threat made on Facebook by a staffer not to hire a freelancer who shared an article on the issue.
In his first public statement since Cindy Gallop called out the agency on social media for releasing a picture of its new senior creative hires, who happened to be five white men, Peter Bosilkovski also admitted the equality debate is one the industry needed to have.
The response came after a member of staff of the agency told a freelancer on Facebook over the weekend that she was not being offered work with Leo Burnett because she had shared a Daily Mail story critical of the hiring announcement in Leo Burnett’s creative department.
Talking only about a gender issue shows how far behind Australia is regarding equality!
The only diverse program on commercial TV is from America. Diverse program has to be produced by diverse professionals; see, that’s where the problem is!
Again: Gender equality has nothing to do with diversity.
Seriously mumbrella, can you just move on already???
“Peter Bosilkovski also admitted the equality debate is one the industry needed to have”.
The minutes from the equality debate:
“Hey, how come you guys don’t hire chicks in creative?”
“Why should we? – Piss off.”
Debate ends.
This is such an important issue.
It is a problem the industry at large is facing and is one that Leo Burnett in its recent announcement is perpetuating.
Though will lambasting the Leo’s team further be the best route to the solution?
What role can Mumbrella play in solving this problem?
Say it is none of my business, but I reckon the industry at large would benefit from turning this conversation from problem to solution now.
I believe I’ve cracked a solution to this peplexing problem.
Insight: Creatives will eat their own babies for award metal – any award.
Solution: Create a ‘Most Chicks in Creative’ award. Make the trophy with a silver art deco figurine of a dude holding up a woman – like, fully supporting her. Throw in a trip to Cannes and we’re done.
Now, back to the ISIS problem….
I think turning your back on 50% of the population business-wise….
is just plain bad business. Not having ideas that may have a bit more insight relating to the target market could be a competitive advantage for a company.
Whether it is inside the company or the majority of customers
(85% of target market is female for house holds) having women in companies is a well known plus/ plus all the way around.
So I really don’t get why this is not the case inside the creative department of an advertising agency. The normal excuses don’t wash anymore and are lazy reasons (motherhood and the best of the best), make it a point to have talented men and women in your creative team.
I agree with Matthew Gain (above) the discussion has started, so what to do?
What action will the innovative leaders take?
Perhaps now is the time for action and change?
Diverse idea makers lead to diverse ideas.
Gender equality can create diversity btw.
Equality is all that is being requested, with a non- biased filter.
Like does hire like, that
has been well established…
Why not try something different for a change, you might be pleasantly surprised?
May lead to a more innovative and progressive teams and ideas?
What is there to loose except the reputation of ……?
Is it bad enough ISIL are trying to start a war between Muslims and non-Muslims – do we now need a war between women and men? Surely a job needs to be offered to the best candidate for that role – irrespective of gender
The Todd continues to tweet about every other issue…
https://twitter.com/toddsampsonoz/status/666164306723999744
So much for a chairman with thought leadership..
“True character is revealed in the choices a human being makes under pressure – the greater the pressure, the deeper the revelation, the truer the choice to the character’s essential nature.”
What I find interesting is that, over the decades, the legendary creative recruitment consultancies have been run by women. Claire Worthington at Apple. The two Gerries, Dibsdall and Weekes, Patsy Peacock FBI, amongst them. As a CD myself for many years, my briefs to them never even vaguely involved gender preference. And why would they? Are you not going to hire a copywriter with a mind-altering portfolio because they are female? Are the recruiters not going to push them for the same reason? I doubt it. So where is the demon, then?
Mumbrella, you seriously have an issue with Leo Burnett don’t you?? It’s been that way for a number of years now. These articles are so thick with sarcasm and spite that they should be opinion pieces. Tell me – is it because they don’t enter any of your award shows??
Hi Not at Leos,
Indeed your IP shows you are not at Leos (or at least masking it).
To answer your question we do not have a problem with Leo Burnett – we’re simply following a story to its conclusion, as we did with the scam investigation last year. It’s unfortunate it’s the same agency involved. I’d say any sarcasm is being read into the pieces by yourself.
In between times we’ve continuously covered off their work and the Sydney office had five finalists in this year’s Mumbrella Awards.
Cheers,
Alex – editor, Mumbrella
Should Leo Burnetts change its name? After all, it’s a bit blokey…
BREAKING: Leo Burnett change name to Lea Burnett. Crisis averted. Updates as they happen.
You mean since 1995 I could have blamed GENDER EQUALITY for all those jobs I wasn’t good enough to land. Shucks.
In the interest of actually “reporting” what the CEO actually said. God forbid anyone at Mumbrella actually does. It’s clear your desire to throw mud at Leos far outweighs any desire to help fix a problem.
http://www.campaignbrief.com/2.....te-bo.html
Hi again Not at Leos,
We also posted Pete’s response – it is in the sidebar to the left of this post as you were looking at it. It’s also here if you want to see it, with related links to the story as it’s unfolded over the last week since we first reported it.
https://staging.mumbrella.com.au/leo-burnett-sydney-ceos-open-letter-on-equality-debate-331242
Cheers,
Alex – editor, Mumbrella
Is that guy in the picture trying to smile? He looks petrified!
Thanks to Matt Gain for a fair and rational perspective. The issue is cross-industry and a starting point is less about the conversations we’re having – and more about the conversations we’re not having.
Why aren’t women progressing to leadership roles?
What flexibility is provided to women and men with families in our workplaces?
How open and frank are discussions on gender diversity?
How genuine are diversity and flexibility polices in practice? And do agency leaders walk the talk?
Why do our conference panels and keynotes lack women?
Is it a conversation we’re brave and honest enough to have?
Thank you. Very intelligently put.
Men in Australia are 97% times more likely become a CD than a woman.
The Campaign Brief gender break down left me feeling a range of emotions….
…..sick, sad, angry, bewildered upset …..I have been in this business over 20 years and I had no idea it was THAT bad.
This has to change, there is NO rational, logical, scientific of statistical evidence that women are less creative than men.
But we now have concrete evidence that they clearly do not want women in their departments
Why did Peter (CEO) say they have had discussions with the contractor if they haven’t??
Matthew Gain, couldn’t agree more. Time for the solution! The answer is simple:
In the 90’s we were really close to gender parity in creative departments (thanks mainly to the work of Gerri Dibsdall, Sir Answerlot) In the mid nineties AWARD school (which is how people get in to the industry) was run by a senior female creative. Half of the top students were female creative types. There should be no problem finding creative leaders.
But when we speak to these women we hear stories of them being retrenched while pregnant, bullied out of their jobs (usually by less talented men) and walking away because they couldn’t work in ‘pits of testosterone’ any more.
Others left voluntarily to raise families. Very few got back in, except in a freelance capacity.
The industry needs to open its mind (and cheque book) to get these women back as consultants, ECD’s, staff trainers and full time/part time creatives.
They’ll fix it!
Tim maybe you should post an open letter from the female creatives of Australia
I wonder how Woolworths, McDonalds, Coca Cola and GIO are feeling about this whole scandal?
They can’t be happy having their female targeted brand associated with an agency with 3 [ junior/mid weight] women out of 38 in its creative department.
It is just not good business.
This is a golden chance for Leo’s to step up and lead the way.
There are heaps of talented women at every level in this country not just token juniors. You just have to WANT to find and hire them.
They should take the opportunity to lead instead of being dragged like a naughty baby.
Threatening contractors for having an opinion is even worse, that is the behaviour of gangsters and bullies.
Address both..now.
Hey Todd, time to put some of that celebrity talk into action.
btw those saying ‘get over it’ and feigning the phony ‘merit’ argument don’t seem to realise they’re the exact nub of the problem.
It’s not political correctness [edited under Mumbrella’s comment moderation policies]
Leo Burnett is a symptom of a complex problem. Not the cause.
I’m a little confused.
When someone says “There are heaps of talented women at every level in this country not just token juniors. You just have to WANT to find and hire them.” what exactly does that mean?
That the company needs to track you down and offer you the job instead of the usual way? Advertising through a recruiter then selecting the relevant candidates?
If you find yourself unemployed because an agency doesn’t WANT to find and hire you, I’d suggest you change your tack. Put yourself out there. You’ve nobody to blame but yourself. And if you have a poor work history, drop your rate or meet some contacts. Yes (men) contacts.
We’ve seen many comments on this debate bemoaning the lack of senior women available for full time work, (or at least work outside of 3 days a week / kindergarten hours) – I’d suggest your pessimistic and slightly paranoid attitude towards these invisible men would be better put to use applying for work.
Get over it people and move on. If you have a problem with it then do something about it with your company or hire Cindy Gallop because she has a successful record in running agencies or wait……. I can’t seem to find any records of her running an agency ever. #Tollpoppysyndrome